FONDATION CHU SAINTE-JUSTINE
50 000 ADEPTES 5000 TOUTOUS
For over 20 years, the Fondation CHU Sainte-Justine has ceaselessly worked to motivate and enable the community to support CHU Sainte-Justine in its goal of providing outstanding healthcare.
The Fondation CHU Sainte-Justine lacked presence on social networks. CARTEBLANCHE’s mission was to introduce the Foundation to these networks in view of boosting awareness as well as developing a strong and committed Facebook community for the purposes of exchanging information with the Foundation and requesting donations from its members.
Solution? We set up a membership creation strategy via a powerful communication platform made up of over 50,000 Facebook users brought together for a good cause: providing 5,000 lapdogs for hospitalized children at CHU Sainte-Justine.
We wanted to reposition the message by distancing it from the idea of “sick children” and moving it towards a set of concepts encompassing “playful and comforting” ideas, so we suggested that members replace their Facebook profile picture with that of a dog appearing in the specifically created photo gallery. Users could also use their Facebook account to share these photos, post them directly on their wall and even tag their friends.
The viral effect was boosted by posting video capsules on the Fondation CHU Sainte-Justine’s new platforms (Facebook, Twitter, YouTube) featuring well-known figures such as Stéphane Rousseau, Herby Moreau, Laurence Lebœuf, Jean-Thomas Jobin and Simon Proulx from the Les Trois Accords group.
The sense of community solidarity was further boosted by members’ switching their Facebook profile picture with that of a dog featuring in the specially created gallery. Users could also use their Facebook account to share these photos, post them directly on their wall and even tag their friends.
The result? In just four weeks, the Foundation reached the magic number of 50,000 members, allowing it to bring a lot of joy to the children on the hospital’s wards.